Capitalism does not require us to hold a particular set of cognitive beliefs; it only requires that we act as... — Mark Fisher

Capitalism does not require us to hold a particular set of cognitive beliefs; it only requires that we act as if certain beliefs (about money, commodities etc) are true. The rituals are the beliefs, beliefs which, at the level of subjective self-description, may well be disavowed.

Author: Mark Fisher

Insight: We all know the feeling of going through motions we don't entirely believe in. You might not genuinely think your social media presence matters, yet you curate it anyway. You might harbor doubts about whether you really need that purchase, but you buy it. Fisher's insight here is that capitalism doesn't care if you're a true believer—it just needs you to act like one. The system runs on our participation, not our conviction. This is surprisingly liberating and terrifying at once. It means you can harbor serious doubts about consumerism, status, or wealth-chasing while still being fully absorbed by those very systems. The gap between what we claim to believe and how we actually move through the world is where capitalism thrives. We perform these rituals—checking prices, comparing brands, seeking validation through possessions—and that performance is the belief, whether or not we admit it to ourselves. The strange part is recognizing this doesn't automatically free you from it. You can see the game clearly and still feel the pull to play. That's not hypocrisy exactly; it's just the weight of a system that doesn't require your soul, just your cooperation.